AUTHOR
Olsson, Veronica; Larsson, Åsa

DEPARTMENT
Business Administration and Social Sciences / Industrial marketing and e-commerce

SUMMARY
Every day people are exposed to a large number of television advertisements. There are thousands of products on the market and it would be interesting to find out why we respond to certain advertisements and not to others. The purpose of this study is to provide a better understanding of humor in Swedish television advertising. Research questions looked both at how different types of humor are used and what the benefits of humor in advertising are. A qualitative, single case study was used in collecting data through a single focus group interview followed by some one-on-one interviews. The results show that there are different types of humor and different products that are more or less appropriate for television advertising. The results also show that there are some big benefits with using humor in television advertising, but there are some considerations that have to be thought of as well.

ISSN 1404-5508 / ISRN LTU-SHU-EX--05/186--SE / NR 2005:186